applied marketing strategies lecture 8 mgt 681. marketing ecology part 2
TRANSCRIPT
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APPLIED MARKETING STRATEGIES
Lecture 8
MGT 681
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Marketing EcologyPart 2
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Collecting Information and Forecasting Demand
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Lecture Agenda• What are the components of a modern
marketing information system?• What are useful internal records?• What makes up a marketing intelligence
system?• What are some influential macro
environment developments?• How can companies accurately measure
and forecast demand?
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What is a Marketing Information System?A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
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Case Study: MEDC
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Information Needs Probes
• What decisions do you regularly make?• What information do you need to make these
decisions?• What information do you regularly get?• What studies do you periodically request?• What information would you want that you are not
getting now?• What are the four most helpful improvements that
could be made in the present marketing information system?
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Internal Records and Marketing Intelligence
• Order-to-payment cycle• Sales information system• Databases, warehousing, data mining• Marketing intelligence system
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Database Management
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What is a Marketing Intelligence System?
A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment.
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Steps to Quality Marketing Intelligence
• Train sales force to scan for new developments• Motivate channel members to share
intelligence• Hire external experts to collect intelligence• Network externally• Utilize a customer advisory panel• Utilize government data sources• Purchase information
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Sources of Competitive Information
• Independent customer goods and service review forums
• Distributor or sales agent feedback sites• Combination sites offering customer reviews
and expert opinions• Customer complaint sites• Public blogs
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Needs and Trends
Fad
Trend
Megatrend
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Needs and Trends• Fad: is “unpredictable, short-lived, and without social, economic, and
political significance.” – A company can cash in on a fad, but getting it right requires luck and good
timing.
• Trend: A direction or sequence of events with momentum and durability, – a trend is more predictable and durable than a fad– trends reveal the shape of the future– can provide strategic direction.
• Megatrend: is a “large social, economic, political, and technological change [that] is slow to form, and once in place, influences us for some time—between seven and ten years, or longer.
• What are today’s fads, trends, and megatrends?
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Major Forces in the Environment
Demographic
Economic
Socio-cultural
Natural
Technological
Political-legal
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Population and Demographics
• Population growth• Population age mix• Ethnic markets• Educational groups• Household patterns
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Perspective on the Global Demographic Environment
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Economic Environment
Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit
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Economic Environment and Consumer Psychology
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Income Distribution
• Subsistence economies• Raw-material-exporting economies• Industrializing economies• Industrial economies
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Social-Cultural Environment
• Views of themselves• Views of others• Views of organizations• Views of society• Views of nature• Views of the universe
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Table 3.4 Most Popular American Leisure Activities
• Reading• TV Watching• Spending time with family• Going to movies• Fishing
• Computer activities• Gardening• Renting movies• Walking• Exercise
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Socio-Cultural Influences
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Natural Environment
• Shortage of raw materials• Increased energy costs• Anti-pollution pressures• Governmental protections
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Keys to Avoiding Green Marketing Myopia
• Consumer Value Positioning• Calibration of Consumer Knowledge• Credibility of Product Claims
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Consumer Environmental Segments
• Genuine Greens• Not Me Greens• Go-with-the-Flow Greens• Dream Greens• Business First Greens• Mean Greens
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Technological Environment
• Pace of change• Opportunities for innovation• Varying R&D budgets• Increased regulation of change
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The Political-Legal Environment
Business Legislation
Growth of Special Interest Groups
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Forecasting and Demand Measurement
• How can we measure market demand?–Potential market–Available market–Target market–Penetrated market
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A Vocabulary for Demand Measurement
Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential
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Market Demand Functions
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Estimating Current Demand: Total Market Potential
• Calculations– Multiple potential
number of buyers by average quantity each purchases times price
– Chain-ratio method
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Estimating Current Demand: Area Market Potential
Market-Buildup
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Estimating Current Demand: Area Market Potential
Multiple-Factor Index
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Estimating Future Demand
• Survey of Buyers’ Intentions• Composite of Sales Force Opinions• Expert Opinion• Past-Sales Analysis• Market-Test Method
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For Review
• What are the components of a modern marketing information system?
• What are useful internal records?• What makes up a marketing intelligence
system?• What are some influential macroenvironment
developments?• How can companies accurately measure and
forecast demand?